Fashion · University

Makeup Wardrobe


Take a journey with me as I step into each of their worlds to explore these inspirational, beautiful women and ask yourself -who will you be today?


Before I go on to talk about the Makeup Wardrobe, I want to share a few insights and facts about none other than Charlotte Tilbury. One of our seminar activities a few weeks ago focused on various brand archetypes for makeup/beauty. One of the brands listed was Charlotte Tilbury and I remembered that I thought this particular brand fell under more than one category. Our lecturers listed her under the ‘Hero’/’Mastery’ archetype, but one can argue that she also falls under the ‘Ruler’/’Queen’ too. For instance, her gold and maroon packaging just screams royalty and luxury. Very mature, sexy and sophisticated. But then she can even be a ‘Sage’ as her brand assists consumers (Hollywood celebrities!), gives personal tips and she’s a powerful and influential makeup artist that works with A-list celebrities every day for red carpet.

“the world’s most sought after makeup artist”

Although her products are way out of my budget, I decided to visit and went inside their London flagship store in Covent Garden (during the FCP trip). First, their visual merchandising is one of a kind. It has a very theatrical, unique feel that’s unlike other makeup brands and therefore stands out from its competition. Second, their Makeup Wardrobe that just captured my attention the minute I stepped in. This concept has actually been featured specifically in my Task 2 of the scent brand project, Test My Insights as it bore a resemblance to one of my group’s ideas (formerly, Style Tribes, now Personality Archetypes).

The Makeup Wardrobe is at its core, Charlotte Tilbury’s 10 signature looks. 

There are numerous fun ways to find out your specific look:

-Consumers can “spin the wheel” on their brand website

-They can see which style/beauty icons they most resonate with and that will inform them which style best reflects that

-Consultations with their in-house artists can help you find your definitive look that suits your style

With more than 20 years worth of experience with makeup artistry, she has also worked as a creative consultant for other beauty brands and innovative labs.

“The 1990s – the era of supermodels who epitomized glamorous beauty and really embraced hair and makeup artistry – were inspiring and formative for me. I believe that every woman wants to feel beautiful, powerful and sexy and that makeup is a great way to achieve this.”

Posting on her blog, Charlotte herself commented “Since launching my makeup revolution, I have loved how much you have embraced the makeup wardrobe of ten looks at the heart of my collection. I have designed each signature look to represent a different woman for any occasion, personality or mood.”


There were also guests blogs and a series of mini films from ten women who capture the essence of the CT ten iconic looks and shared their daily beauty routines, beauty icons and secret magic makeup tricks.


Charlotte Tilbury also launched the Makeup Wardrobe Wheel; spin the wheel to reveal her personal application secrets and exciting new how-to videos.

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Another feature that I personally thought worked well was that if you hover over the looks,  some images of celebrities/icons will be highlighted. For example, The Sophisticate – Audrey Hepburn, Natalie Portman. Uptown Girl – Grace Kelly, Olivia Palermo etc.

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I like all of the looks, but the one that called out to me the most was the UPTOWN GIRL. When consumers click on the image, the brand provides them with a step-by-step guide on how to apply the products to achieve that specific look, information about the look, ‘buy’ links, even music playlists(!) and you can even follow them on Pinterest. Each signature look has its own separate board that includes style and beauty icons associated. Also, there’s like a consumer ‘profile’ that describes that type of girl in more depth.

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Here’s an example of a ‘how to’ video from Charlotte herself.

“The Charlotte Tilbury brand is about making expert artistry easy and accessible.  This is achieved through uncompromising products and formulas that ‘do it for you’, innovative merchandising that simplifies choice and step-by-step instruction with every product.”



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